In 2025, one truth stands firm: brands that waver on their stated values lose more than credibility—they lose customers. Australian businesses can learn from international experiences. As political and social pressures rise, many companies that once heralded Diversity, Equity, and Inclusion (DEI) initiatives are now reversing course, often under shareholder or political pressure. But consumers are watching, and the backlash is growing.
According to Axios (2025), while the average corporate reputation score fell by 2.34 points this year, companies that maintained their DEI commitments saw a rise of 3.6 points. This growing divide reflects a broader truth: consistency in values breeds trust, and perceived opportunism erodes it.
Major brands like Target, McDonald’s, and Amazon have faced scrutiny for pulling back on DEI initiatives in early 2025. Target, for instance, reported a 3.8% revenue dip in Q1 following its decision to remove DEI language and programs—a move that also resulted in eight consecutive weeks of declining foot traffic (Washington Informer, 2025; Forbes, 2025). These actions were viewed by many as caving to short-term pressure rather than standing by long-term commitments.
The loss isn’t just reputational. Customer experience and brand equity are directly affected. According to Customer Experience Dive (2025), brands that retreated from their values saw:
- A 60% decline in brand preference
- A 90% drop in likelihood to recommend
- A 40% reduction in customer lifetime value
Contrast that with companies like Costco and Apple, which stood firm with shareholders overwhelmingly rejecting a conservative proposal to end DEI programs (Forbes, 2025). Apple supports DEI globally, including coding education for indigenous groups in Mexico and criminal justice reform initiatives in Australia's Aboriginal communities (Reuters, 2025). In 2025, Apple not only maintained public trust but saw record-high engagement scores among Gen Z and minority consumers (Gayety, 2025).
This divide reveals a crucial consumer insight: performative values don’t build loyalty—authentic, sustained commitments do. As the Boston Brand Media Trust Index (2025) notes, consumers increasingly reward brands that stay true to their values, particularly in turbulent times.
For ethical and Christian business leaders, the message is clear: consistency in purpose is not only a moral imperative—it’s a strategic one. Consumers are seeking brands that mean what they say and live what they believe. When values are only convenient, trust becomes expendable—and in 2025, so does market share. enshrined